According to Scotland’s Daily Record, the US photographic project was set up be Ashlee Dean Wells and Laura Weetzie Wilson.

Since it started, they have been sharing the ‘’uncensored reality of childbirth and beyond’’ and say ‘’This project exists because women are judged too crudely on the way we look and are often told we don’t measure up.’’

"Because no real person can compete with the tools in Photoshop and glossy magazine covers.

"And because motherhood is sacred and should be celebrated. Because we are beautiful - stretches, stripes, scars and all."